{"id":10801,"date":"2023-06-07T17:48:47","date_gmt":"2023-06-07T15:48:47","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/?p=10801"},"modified":"2025-12-09T17:15:41","modified_gmt":"2025-12-09T16:15:41","slug":"the-dying-art-of-strategy","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/the-dying-art-of-strategy\/","title":{"rendered":"The Dying Art of Strategy"},"content":{"rendered":"

\"Images<\/p>\n

Famed ad man Bill Bernbach once proclaimed that \u201ccreativity is the last unfair advantage\u201d in marketing, a statement that arguably still rings true to this day.\u00a0 What also seems true in the modern marketing industry, however, is that the same could also be said about strategy.<\/p>\n

Marketing is becoming increasingly dominated by price, speed and machine-led decision making, which has the potential to render proper strategic thinking a dying art form.\u00a0 Recently the chief strategy officers for both Wavemaker and PHD have left their positions.\u00a0 Is this perhaps indicative of a worrying trend where strategy and strategic thinking is being devalued and\/or ignored?<\/p>\n

Impact of the current economic climate on marketing strategy<\/h2>\n

The current economic climate is tough for brands and consumers alike, and marketing often finds itself in the firing line when costs need to be cut.\u00a0 36% of marketers surveyed for Warc\u2019s Global Trends Report 2023<\/em><\/a> said that they planned to reduce marketing spend in 2023, despite the evidence of the long-term negative impact this would have.\u00a0 This reduction will have an impact on the skills and capabilities being employed, both internally and with agency partners.<\/p>\n

Client-Agency relationships run the risk of becoming transactional during economic depressions.\u00a0 Procurement departments tend to be more involved and requests focus on asset production volumes or percentage savings in the media buying.\u00a0 There is a commoditisation of skills.\u00a0 In such an atmosphere as this it becomes harder to assign value to less-tangible capabilities such as creativity and strategic thinking, and so if cost has become the objective then these become deprioritised or cut altogether.<\/p>\n

That feels counterproductive to success.\u00a0 After all, the value of a good strategy is that it drives competitive advantage.\u00a0 It is thinking tailored to your organisation and your specific objectives.\u00a0 Why would an organisation want to devalue this?<\/p>\n

How technology is impacting marketing strategy<\/h2>\n

Technology has a large part to play in the current shift away from strategy.\u00a0 Martech innovation across the last 10-15 years brought more speed, data, scale and channel fragmentation to marketers\u2019 fingertips, however the new age of artificial intelligence purports to offer actual thought and decision-making.<\/p>\n

It is hard to go a day in the marketing industry currently without hearing something more about AI or being invited to an AI-focused webinar, and if the promoters are to be believed then the possibilities with this technology are virtually limitless.\u00a0 It can be easy to become swept up in the hype when the likes of Bill Gates make statements<\/a> about AI such as the following:<\/p>\n

\u201cThe development of AI is as fundamental as the creation of the microprocessor, the personal computer, the Internet, and the mobile phone. It will change the way people work, learn, travel, get health care, and communicate with each other. Entire industries will reorient around it. Businesses will distinguish themselves by how well they use it.\u201d<\/p>\n

Marketing will inevitably change based on this technology, and in some areas it already has done.\u00a0 There has been a deference of thinking, likely driven by the assumption that technology is now capable of doing that job for us.\u00a0 Control is being surrendered to machines under the pretence of \u2018innovation\u2019 and of being \u2018future-facing\u2019 but it is leading to a lack of human thinking which is strategic and creative.<\/p>\n

Artificial intelligence clearly can do many things, but true creative thinking is arguably not within its realm.\u00a0 Data-informed and data-led decision making is not the same as emotion-based thought processes and experience, and it is these that generate great creative thinking.\u00a0 AI has no soul.<\/p>\n

The musician and songwriter Nick Cave was recently presented with a song created by ChatGPT which was \u2018written in the style of Nick Cave\u2019 and informed by his previous body of work.\u00a0 While in theory the AI song had accuracy in terms of a similarity in style, Cave called ChatGPT an exercise in \u201creplication as travesty\u201d and referred to the song as \u201ca grotesque mockery of what it is to be human.<\/a>\u201d\u00a0 The song lacked authenticity and origination, something which all brands strive for in their advertising.\u00a0 Asking a machine to produce marketing similarly risks replication disguised as innovation.<\/p>\n

Just because a machine can produce an output doesn\u2019t mean that the output should be accepted without question or critique.\u00a0 Artificial Intelligence is, after all, producing results based on being taught our human lessons and learnings that have come before it.\u00a0 It goes without saying that to be successful the results of the process still require human management, evaluation and application.<\/p>\n

The industry focus on technology is rightly one of excitement and potential opportunities, however there is a worrying trend of technology becoming the strategy itself rather than it being an enabler to help achieve a strategic vision.\u00a0 If use of technology becomes the starting point of a process then it creates a narrowed view and, while short-term goals may be reached in terms of instant cost-reductions, hyper-targeted activations or speed gains, the likelihood is that long-term growth will be forgotten or sacrificed.<\/p>\n

Need for human intervention in marketing strategy development<\/h2>\n

Human thought will always be needed.\u00a0 The rise of specialist strategy agencies indicates that this is something lacking in many current agency models, though it may be there but simply not utilised.\u00a0 In the \u2018standard\u2019 model where a client utilises a creative agency on one side and a media agency on the other, strategy can often fall down the crack in the middle.\u00a0 This is especially true for big global organisations who are balancing the need for centralised, consolidated management versus local market requirements. \u00a0Structuring an appropriate model \u2013 and knowing where to find that vital strategic creative thinking \u2013 may not be easy without an in-depth knowledge of the landscape.<\/p>\n

Smart marketers know that strong strategic thinking can help to solve business challenges \u2013 however the necessary time and resource needs to be afforded to this approach for it to deliver value and be successful.\u00a0 In a world where all organisations can in theory access and utilise the same technologies, it is the smart, strategic thinking of individuals which will help to drive competitive advantage and room should be made for this in your marketing structure and processes.<\/p>\n

 <\/p>\n

Our global network of senior consultants are on hand to provide support and guidance – take a look at their profiles here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Famed ad man Bill Bernbach once proclaimed that \u201ccreativity is the last unfair advantage\u201d in marketing, a statement that arguably still rings true to this day.\u00a0 What also seems true in the modern marketing industry, however, is that the same could also be said about strategy. Marketing is becoming increasingly dominated by price, speed and … Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":10812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[102],"tags":[107,105],"class_list":["post-10801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en-de","tag-marketing-trends-en-de","tag-observations-en-de"],"acf":[],"yoast_head":"\nMarketing Strategy Advantage - The Observatory International<\/title>\n<meta name=\"description\" content=\"Is marketing strategy actually the last unfair competitive advantage? 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